Evolving an already-strong, familiar portfolio to reach a wider audience.
Challenge
An iconic brand in western Canada since the late 1950’s, SunRype has grown and maintained a strong brand presence in juice and fruit snack aisles across Canada. As consumers shift their buying behavior – more on-the-go snacking and refreshment beverage occasions – the company had to shift, as well. The company introduced a new product called Good Bites, which are a totally new type of healthy on-the-go snack option for SunRype – and consumers all across the country ate them up. It was up to CREW Marketing Partners to make this new product as visible as possible to the consumer.
Solution
CREW Marketing Partners created a custom campaign focused on visibility, and allowing consumers see the goodness of the products for themselves. In-store demos and Instagram influencers helped showcase where to find the product in-store. This creative approach explained how only a few simple ingredients created a good-for-you indulgence. Stop-motion animation TV spot, radio, digital ads, and billboards all proclaimed “Love at First Bite.” Best of all, it proved to be true! It was also vital to broaden the customer base, marketing the products as a guilt-free way to reward yourself. A video campaign was created that featured the target audience "Taking 10" in various situations with the product line.
Results
Executing a digital campaign with display and video, and targeting lifestyle influencers, CREW was able to help bolster sales nationally.
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